Social Influence and Social Change Flashcards
What are the 6 steps to social change?
- Drawing attention through social proof
- Consistency
- Deeper Processing
- Augmentation Principle
- Snowball Effect
- Social Cryptomnesia
How does the African-American civil rights movement illustrate step 1?
In the 1950s, black and white segregation applied all over America in schools and restaurants - the civil marches drew attention to this, providing social proof.
How does the African-American civil rights movement illustrate step 2?
Civil rights activists represented a minority of America but their position was consistent, with millions across the country presenting the same message.
How does the African-American civil rights movement illustrate step 3?
Activism meant that people who had just accepted the status quo began to think deeply about the injustice of it.
How does the African-American civil rights movement illustrate step 4?
Individuals risked their lives numerous times - the freedom riders boarding buses in the south and being beaten for challenging racial segregation of transport.
How does the African-American civil rights movement illustrate step 5?
Activists (Dr King) got the attention of the US government, more and more people backed the minority position and in 1964 the US Civil Rights Act prohibited discrimination.
How does the African-American civil rights movement illustrate step 6?
Social change in the south came about but some people have no memory of the events that led to said change.
What is the strength - research support?
Research has shown that social influence processes based on psychological reproach do work. Nolan aimed to see if they could change peoples energy-use habits by hanging messages on the front door of houses for a month - some residents were told that most residents were trying to reduce energy usage and some just asked to save energy. The first group was significantly more sparing with energy use.
What is the limitation - Not always effective?
Foxcroft showed people’s behaviour doesn’t always change after being exposed to social norms by reviewing studies where the approach was used to reduce student alcohol use. they found a small reduction in drinking quantity and no effect on drinking frequency.
What is the strength - explains change?
Nemeth claims social change is due to the type of thinking that minorities inspire - divergent thinking which is broad and encourages active searching for information and critical thinking. Nemeth argues this leads to better decisions for social issues.
What is the limitation - role of deeper processing?
Mackie argues that it is majority influence that may create deeper processing if you do not share their views - makes you wonder why you are in the minority, so a central elect of minority influence is challenged.
